STRATEGIC COMMUNICATION

Not convinced Snapchat should be part of your digital marketing mix? Think again.

If there’s a bad boy of social media, it’s Snapchat.

Cheeky, playful, casual and unpolished, Snapchat is your company’s secret weapon when it comes to
marketing and communication.

Unsure how it works? Snapchat is a mobile app that lets users exchange pictures and videos that
automatically self-destruct within seconds after being viewed by the receiver. This means the
platform is ephemeral, encouraging an authentic flow of interaction between users. It’s almost the
opposite of more polished platforms like Facebook and Instagram.

Is Snapchat worth investing in if the photos and videos self-destruct in as little as a few seconds? As
it turns out, while content is fleeting, impressions do last. Here are our top tips for using Snapchat as
part of your marketing strategy.

1. Snap EVERYTHING.

On Snapchat, users exchange snaps with one another and can also post content to their ‘stories’ for
friends and followers to view for 24 hours. The tone of Snapchat stories is candid and unscripted. It’s
a chance to share an authentic moment with your audience, who want to see behind-the-scenes
footage of what it’s really like to work for your brand.

Your company’s hosting an event? Snap it. Your team’s working hard on a project? Snap it. Having a
staff lunch? Snap it. Drinks? Snap it. Snap it all.

As the polar opposite of more professional and polished platforms like LinkedIn, Snapchatters are
after simplicity, authenticity and silliness – so don’t focus too hard on getting the production right.

2. Trial a spend.

If you’re after more traction, ‘snap ads’ are a great (paid) way to use the app. These 10 second ads
play between stories and give users the option to ‘swipe up’ if they’d like to learn more about what
is being advertised – be it a longer video, article, website or app.

Snap ads have proven to be particularly effective compared to ads on other social media platforms.
In fact, Like Mind Media reports that after seeing a snap ad, users are more than twice as likely to
buy the product. Because the ads take up the full screen, they demand twice the visual attention of
ads on other social media platforms. The snap ad swipe-up rate is five times higher than the average
click-through rate of other social media ads.

3. Build a custom lens or filter.

Another great paid way to use Snapchat as a marketing and communication tool is through snap-
sponsored lens. Snapchat has filters and lenses which can be used to augment your photos and
videos. In essence, the difference between filters and lenses is that lenses are augmented reality
animation, whereas filters are static image overlays.

Users can apply lenses to the photos or videos they send friends or post on their stories. Starbucks
created a brand-themed drinks lens that could be applied to any photo or video.

Geo-filters are also an effective tool where users can apply specific frames to their snaps if they’re in
a specific location. For instance, if they are nearby your company, an optional company branded
frame will appear when they take a snap.

With 238 million daily users – compared to Twitter’s 145 million – Snapchat is a social media
platform businesses should not ignore. And with 70 percent of users under the age of 34, Snapchat is
particularly effective for companies trying to target the millennial audience. Keep an eye on this
demographic trend though – older generations are slowly also taking to the app.

Adrienne from RD Consulting working on a laptop

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